Josephine Skriver and Jasmine Tookes knew what they had was magical. As two successful women who grew up as models in the fashion industry, they both shared a deep understanding of what the experience was actually like. It was a lot of long hours and dizzying casting calls, mixed in with exhilarating travels and unforgettable spotlights. They loved modeling, but they also shared another goal: One day, hopefully sooner rather than later, they would be business owners. They weren’t sure what the business would be, and they wanted to continue to model.
So as they thought it over during everyday workouts and fun conversations, they came to a realization: Why not make it about how to achieve a healthy lifestyle? As part of their modeling careers, Skriver and Tookes were used to staying in shape and keeping a well-rounded diet. But it wasn't just about work.
They also love to exercise, and relish the feeling of accomplishment it provides—and truthfully, it was easier to stay motivated if their friend was by their side. They launched JOJA as a healthy-living brand that prioritizes mind and body, hoping others would be inspired by their bond to create an equally invested community.
True friends want the best for each other, and JOJA is no different. They share fun-loving yet focused content that shows their commitment to their friendship as well as to their healthy-living habits, making it that much easier for their audience to grab a buddy and follow suit. After all, it’s a magical thing when someone has your back. And it’s even more magical to watch them reach their goals as you reach yours.
How did you make your first dollar and what did that job teach you that still applies today?
JOSEPHINE SKRIVER: My first-ever real job was cleaning offices on the weekend to make some pocket money. I was around 14 or 15 years old. I wanted to be more independent and not always ask my parents for money, so I made it my mission to be great at something no matter what it was. It was such a liberating feeling to get that first check, knowing that I earned it. Looking back on my younger self, I am so proud that I applied the same tenacity and responsibility to cleaning offices as I did to modeling. Knowing that I could spend that money on anything without having to get approval first taught me that if you want something you have to go and get it. It was hard work, but it really taught me the value of a dollar.
JASMINE TOOKES: Surprisingly, my very first job was modeling. I was about 15 years old, and I was posing for Abercrombie & Fitch—I was ecstatic! I was and have always been very passionate about modeling. I knew that If I wanted to succeed and continue to make money this way, I needed to show up and give 100% to everything I did. I was aware that I was very lucky to be earning income in comparison to my other friends growing up. I also knew that this job would take a lot of sacrifice, but I have always wanted to build something of my own. There's nothing that I do less than 100%.
Take us back to the beginning—what was the lightbulb moment for your business/career and what inspired you to pursue this path?
JOSEPHINE SKRIVER: To be honest, this was something I sort of just fell into. I was discovered on the streets of New York City at 14. I thought it was worth a try when I found out it paid more than my cleaning job, but I knew I could make it a full-time career after my first show season. I meant to just dip my feet into the fashion world, but I ended up walking in 69 shows—the second-most of any girl that season. From then on, I took modeling super seriously and never looked back. Being a model was fun and very difficult at times. Sometimes I felt like a queen and sometimes I just felt like a hanger. Every job has its pros and cons. I think the lightbulb moment for my career came when I finally decided that I wanted to work for myself. That's when Jasmine Tookes and I decided to start JOJA.
JOJA grew from a gradual desire to share our journey as two best friends who found each other in the healthy lifestyle we were cultivating while constantly training for work. We fell in love with the act of not only bettering ourselves, but doing so while having someone by our side. We’ve shared with the world how essential it is to have each other to lean on. Once you find that motivation, creating a habit from it is what keeps you going. We were so lucky that it turned into a place of inspiration for others and a community with the same values that we live by. It's been such a fun experience for us, and we are so humbled to build a tangible brand.
JASMINE TOOKES: Modeling was something I always wanted to do. It was tough at first, grinding in the big city and running around to castings for 15 hours straight with so much competition at your side—and remember, there was no Instagram in those days! Back then, it was all about what you brought into the room, which most of the time sadly wasn't enough, especially as a black model. I look back on the hustle that I had and I appreciate it, and it continues to inspire me with my next chapter in life, JOJA.
Josephine and I have been modeling for so many other brands in our lives, and a lightbulb truly went off in our heads when we thought, "Why are we continuing to model for other brands when we have so much passion for something that we love so much? Let's do something with this and share our passion with the world!" Like Josephine said, it's very rare to meet someone else as passionate as I am, as well as sharing the same entrepreneurial energy as I do. I can't tell you how much my mind has been turning with ideas for new companies over the years—sometimes I wish I could shut it off! JOJA was the one solid idea that just kept coming back, so I knew we had to get the ball rolling.
Entrepreneurship is all about taking calculated risks—What’s the most pivotal risk you’ve taken, and how did it change your path?
JOSEPHINE SKRIVER: It's easy to say that you believe in yourself and that you’re “all in.” However, there is a turning point in every career when you have to not just talk the talk. Of course, it was a fun dream in the beginning to have JOJA, but it became real once we started turning down jobs and family time to focus on it, and investing our own money to build it. You have to bet on yourself. You'll never know how big something can be if you don't take that risk and roll the dice. It would have been easy to stay on the same path, to keep working on different things for other people, but in the end we wanted something that was our own. We made sacrifices to get JOJA going and we have never looked back.
What career mistake has given you the biggest lesson?
JOSEPHINE SKRIVER: Get it in writing. People can say that they have the best of intentions, but a handshake will never keep you safe. Be careful who you trust, watch your own back, and always get it in writing.
2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?
JOSEPHINE SKRIVER: In life, I think it's important to try to find positives, even when things are at their worst. As much as the pandemic halted a few things business-wise for JOJA, it also gave us so much time to buckle down, come up with ideas, and game plan. The state of the world also showed us that this road will not be easy, and that's ok. We realized we want to roll our sleeves up and do the heavy lifting ourselves instead of hiring people to do it for us. This new road taught us the important lesson that time can be extremely valuable, and sometimes it's okay to gather your thoughts and take a little extra time to build. As excited as you can be to release a product and get a brand rolling, it is better to take that extra time to make sure you get it right. Quality and authenticity are crucial.
How are you making a difference and pushing your industry forward?
JOSEPHINE SKRIVER: One of our biggest goals is to inspire young women. Being in this industry, we see how much of this world is dominated by men. So many young girls can get intimidated or maybe think they won't have a chance to be a CEO of a company because most CEOs don't look like them. We want to build a company of strong women and show that we can stand on top of any mountain. We also believe that you don’t have to belong to one box just because that's where the world has placed you. We are out here building a business from the ground up while still having full-time careers as international models. We are showing our industry that you can do both—that you don’t have to wait until one career is over before you start looking ahead. You can live in the now and be working for your future.
When you separate yourself from your job title and the bells and whistles of your business or career, who are you and what do you like to do? How have you remained true and authentic to who you are?
JOSEPHINE SKRIVER: I will always look at modeling as something I do, not who I am. I love what I do, but it's always about selling someone else's dream. It has always been important for me to separate the “model Josephine” from the actual person “Josephine.” I think staying true to my core self can be attributed to my family and friends. Surrounding yourself with good and real people is key. Nothing beats a strong support system, and nobody will ever benefit by surrounding themselves with “yes” people. You need people in your corner who are willing to tell you the truth.
For JOJA, our most authentic selves truly shine through. It's all based on sharing our reality and lifestyle in the hopes that this will inspire others to start creating healthy habits for themselves. That's my favorite thing about JOJA. It is who we are. If we didn't have this company we would still be working out together, hiking while laughing and telling stories, and meditating. Our off-days are JOJA. When your business is your passion and your passion is your life, that is when you really win.
JASMINE TOOKES: The only way I have been able to stay true to myself is through my solid group of real friends and my amazing family. Like Josephine said, modeling is just a job, it's not who I am. Throughout my career, I have always made it a point to take time for myself when I need it and not feel guilty about it. It's so important to listen to your mind and body.
It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?
JOSEPHINE SKRIVER: Always count your failures as building blocks. You rarely learn much from wins, but the lessons you get when you fail is something you can’t buy. I want people to fail over and over again. I know it sounds kind of negative, but it's not. When we fail, it means we tried and gave it our all.
I’m too competitive by nature to let failure hold me back, and to me, not trying is scarier than failing. I never want to sit back and wonder, "What if?” With the knowledge that comes from failures and setbacks, you are that much closer to your win. Learn from your mistakes. Your wins will feel so much more gratifying after a few of them.
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
JOSEPHINE SKRIVER: Looking at the people around me! Seeing how hard my mom has worked to give me the life that I have today. Seeing my friends who are moms still making it happen. Watching people around me be inspired to chase their dreams—from friends to strangers—motivates me all the time to keep going even when I feel like giving up.
That's one of the things I am the most grateful for about working with my partner Jasmine, too. She keeps me motivated and inspired just by how she handles life. I couldn’t have asked for anyone better to walk this road next to. She is a lightning bolt.
JASMINE TOOKES: Every day that I wake up, I feel so blessed to be surrounded by the most amazing people who teach me so much. I get so excited and fueled with so much drive when I see people succeeding in not only business, but everyday life. It pushes me to want more for myself and the people around me. I want to inspire other people, and I want everyone to do the absolute best they can. Every time Josephine and I get together, the energy that we have is something so special. I wake up every day so excited to see what we are going to do next! It's been about a year or so of us keeping our lips sealed, but let me tell you, we cannot wait to show the world what we're brewing. Josephine is the best partner I could ever ask for on this journey.
If you could go back to the beginning of your career journey—with the knowledge you have now—what advice would you give yourself?
JOSEPHINE SKRIVER: Don't be so hard on yourself. Nobody can be perfect at all times. I also wish I had learned to embrace my failures earlier. I should have patted myself on the back for trying, for going for it, and for taking that jump. Respect yourself.
JASMINE TOOKES: Knowledge is power, so be curious. Don’t just accept things, ask questions, get answers, and never stop learning. Throw yourself into the deep end.
Fill in the blanks:
JOSEPHINE SKRIVER:
I turn bad days around by…
Working out and re-calibrating.
If there were more hours in the day, I…
Would call my family and friends more.
Three qualities that got me to where I am today are…
I’m competitive, hard-working, and trying to show kindness to all.
My perfect day begins with…
A hot cup of coffee and a hike.
The craziest thing I’ve done for work is…
Fly around the world and back in one day.
